The campaign connected Harris Tweed’s authentic heritage with a new generation of fashion culture in America:

- 320 million media impressions to date

- Sales at highest point in 17 years with over 1 million meters of Harris Tweed sold in 2013

- A new community and social media following built around the brand through 'Need For Tweed' platform

- Need For Tweed.com has become the leading destination for tweed culture in fashion

- Sparked a cultural renaissance for Harris Tweed that continues to gather momentum in fashion culture into 2014.

The media team held an underground event in NYC to present a new Harris Tweed jacket to Agent Mendez, and invited top fashion editors and cultural influencers, relevant to our target of fashion forward 18-34 year olds. This created an immediate impact for the story within relevant fashion magazines and blogs, as well as more mainstream news. They then used the story as the foundation for a new online destination within Tumblr called ‘Need for Tweed’ – a source of original Harris tweed content designed to grow amongst Tumblr’s large fashion community. Need For Tweed.com has become the leading destination for tweed culture in fashion.

Harris Tweed is the United Kingdom’s oldest registered trademark, still woven by hand in Scotland today as it has been for centuries. With the industry in decline, Harris Tweed asked us to re-connect their authentic heritage with a new generation of fashion culture in the USA. The Film ‘Argo’ had just been released, a true story of CIA Agent Tony Mendez who rescued American diplomats from Iran in 1979. In the film, Agent Mendez wears a Harris Tweed jacket. We discovered that Agent Mendez still had the same jacket he wore during the Argo escape. In 2013, we gave the real Agent Mendez a new Harris Tweed jacket, and used the story to launch a new online destination for Harris Tweed culture called ‘Need For Tweed’ which has earned a new cultural following for the brand amongst the fashion-forward target audience, and helped spark a cultural renaissance for Harris Tweed.